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Soft N Dry Seeks to Expand Private Label Roll Out in the U.S.

Company enters into Letter of Intent with Chicago specialist agency to drive unit sales

Soft N Dry Diapers Corp. has announced it entered into a new Letter of Intent (LOI) with Chicago-based Private Brands Sales & Marketing Inc. (Private Brands) as its agency of record to significantly scale its Wholesale Private Label (WPL) marketing and sales. The agency will be responsible for Soft N Dry™ sales strategy, WPL customer engagement, regional and national U.S. sales planning and execution across a range of integrated retail channels, including in-store and online.

Matthew Keddy, CEO of Soft N Dry, said “We’re delighted to partner with Private Brands, a category leader in strategic business development and sales that will help us build on our tremendous brand equity and accelerate our sales and share growth in America. Private Brands has an outstanding track record of placing innovative new products in America’s top retail chains.  Private Brands only represents products they believe will succeed so we are proud to meet their standards.  We are eager to enter the U.S. market and offer our WPL retail customers a new, premium, ‘Tree Free’ baby diaper that will maximize their growth opportunities across their own sales channels and platforms.”

Jim Daly, President of Private Brands Sales & Marketing, said, “Soft N Dry is an important win for our agency. It’s a new generation baby care product with high performance attributes and high margins that will benefit our national network of retail partners. Soft N Dry will be able to leverage the relationships we have built in our nearly three-decades in the private label retail space and is a new lane that we can grow together in the coming years.”

“I have had the pleasure of knowing and working with Jim and his high performing team at Private Brands for over two decades.  Jim brings a culture of excellence, marketing and sales execution that will be vital to our national rollout with key account acquisition and growth. We look forward to a shared success with the introduction of Soft N Dry WPL to the national retail landscape,” added Bill Gabrielli, U.S. President of Soft N Dry.

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